Mobile Monday 07/2013: Beyond the banner on mobile
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Transcript of Mobile Monday 07/2013: Beyond the banner on mobile
BEYOND THE
BANNERON MOBILE
Duy Nguyen VP SE Asia
@VservMobi
ALL MONETIZATION revolves around the
functional need of a medium
TV PRINT RADIO INTERNET
MOBILEmore than ONEFunctional need
MESSAGING
PHONE (VOICE)
BROWSING
MUSIC
Twin Screens
QR Code
Short Code
Alternative Access
Mobile is becoming the most important medium
Every other medium is feeding off it
If Mobile can serve all these needs, why can’t it serve more than just banner ads?
Think beyond the display on mobile, but what are the challenges?
Source: Nielsen Study - June 2012
The Regional Context – High Fragmentation
How can a Brand…
…Address these audiences on mobile?
…Remain relevant to them
…Maintain Singularity of Communication?
CASE
STUDIES
HALLS IVR
How Voice helps to
connect with
Consumers
HALLS IVR• Brief: To Engage Youth and appeal to their idealistic and
society consciousness and get them to be a part of “breathe the change” campaign
• Solution: Click-to-call to record a message and every message will be counted towards a CSR Activity. Vserv.mobi ran an In-App Campaign on its App Network. We successfully reached Halls target audience. Every single call the users made to record the breath was counted towards planting a windmill in villages with poor electricity infrastructure.
• Results: Delivered a total of 1.35 mn clicks with 10.1%
of clicks leading to a 135,701 calls to the IVR
Oral-B Indonesia
TV Experience
Delivered in a
Personal Format
• Brief: Augment reach of the TV campaign with a “Click to Video” campaign on mobile.
• Solution: Vserv.mobi was the only ad network that could run
videos on feature & smart phones. Campaign delivery of both video views and engagement rates were tracked with Mediamind.
• Campaign Type: CPC (cost per click) campaign
• Results: It delivered a phenomenal engagement rate of 20% over a month.
• Market: Indonesia
Oral-B Indonesia
Samsung
Highly Engaging and
Interactive User
Experience on Mobile
• Brief: Users were eagerly waiting to see what new Samsung S4 has to offer. Prospects were looking forward to the launch.
Our idea was to launch Samsung S4 in an engaging manner that would involve user interaction
• Solution: Break the bricks is one of the most popular games. Whether a smart phone or feature phone users, both might have played it once at any given time. We replicated it saying now break the wall of old features and get your self upgraded to the new world of companionship. User need to break the bricks and catch the new additions to get upgraded.
• Results: Delivered a total of 157K clicks with 2.97% CTR in last 2 weeks.
Samsung
Dove Indonesia
Easy to execute
mobile forms for lead
acquisition
• Brief: Dove wanted to acquire new users about Dove hair-care products range with trials
• Solution: Vserv.mobi ran the promotional campaign across in-app inventory and used unique in-app billboard full screen ad media targeting relevant app categories
• Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations
Dove Indonesia
Fastrack
Highly Engaging and
Interactive User
Experience on Mobile
• Brief: Fastrack being a trendy fashion brand wants to
showcase the new collection . We tried to keep up with the brands trend and utilized rich smartphone experience to connect with them.
• Solution: Using the interactive features of smart devices, we showcased the eye gear collection on handsets. We tied together the interaction and slide show of the product range to appeal users. They could swipe through product and see all relevant details in one screen and could also go to the WAP site to get more details.
• Results: Total 50,000 engagments in 2 weeks
Fastrack
3 Take Aways
Maximize Mobile, go beyond the convention
Impactful ideas, Impactful formats
Integral part of Marketing Mix
More than 1500
campaigns live
across 150
countries at any
given time
Over 30 Billion Ad Requests/month
GLOBAL AUDIENCEOffices across India - USA - London - Singapore - Indonesia - Malaysia - Vietnam
INDIA:
SE ASIA:MIDDLE EAST & AFRICA:
EUROPE:
LATIN AMERICA:
REST OF ASIA:12%
12%
14%
27%
16%
11%
NORTH AMERICA:7%
Exclusive Apps across Android, J2ME Feature Phones, Nokia & Blackberry.
With Full-Screen Ads20,000+ APPS
OUR APP INVENTORY
OUR ADVERTISERS
Duy NguyenVserv [email protected]
Talk to us about your next campaign